Video is now an essential digital content marketing tool to engage with consumers who are glued to YouTube and Facebook, writes Charles Dearing. He also recommends personalized email campaigns, using consumers as co-creators of your brand's voice on social, employing free analytical tools for data-driven marketing and giving your brand a personality that reflects your target audience.
In a campaign highlighting the determination needed to succeed, Dwayne Johnson was filmed in four locations across the world to produce ads for his gear collaboration with Under Armour, #ProjectRock. Johnson's own Seven Bucks Creative ad agency is filling the creative and strategic marketing roles for the campaign.
Digital ad revenue in the US will hit $106 billion this year, accounting for 51.5% of total ad spend, Magna reports. Additionally, mobile digital ad spend will make up nearly two-thirds of all digital ad investment and has surpassed TV spend.
Taco Bell is getting ready to celebrate National Taco Day on Oct. 4 with a push from Deutsch across 20 countries that includes an animated spot, "Glen and the Magic Taco," which features a talking taco named El Cruncho that delivers tacos to everyone one day a year. The campaign also includes market-targeted special offers and merchandise, and fans can find out what's happening in their country on social by following #NationalTacoDay.
AT&T is appealing the Justice Department's rejection of its proposed Time Warner acquisition on antitrust grounds. The telecom company defended the sale and said it would not hurt competition.
PepsiCo received over 1.2 billion impressions for its new Pepsi Zero Sugar spot, which premiered during "CSI: Crime Scene Investigation" this week. The 15-second "Sound and Bubbles" ad features close-up shots of the effervescent drink.
Actor Chris Pratt is partnering with Michelob Ultra in a new campaign that invites athletes with disabilities from Achilles International to join the brand's team for the TCS New York City Marathon. Michelob will make a donation to Achilles International for every case of beer it sells.
News of Hershey's planned $420 million acquisition of Pirate Brands topped this week's list of most-read food and beverage stories. A list of Walmart's best-selling items by state was also a hit with SmartBrief readers, as were stories from Tyson Foods, Kroger and beverage brand Dirty Lemon.
Just because fines from enforcement activity decreased 7.2% last year and continue to decline this year does not mean the Securities and Exchange Commission is not policing the market, says Stephanie Avakian, co-director of enforcement. "Any assessment that suggests our effectiveness should be measured solely based on the number of cases we bring over any particular period of time is misguided," she says.
Pinterest has extended its Shop the Look Pins from just large brands to all business accounts. Any business or influencer can use a self-service tool to tag home decor and fashion products, which then enables consumers to buy featured items by clicking or tapping on a link.
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